Giphy
GIPHY is a search and discovery platform for short-form visual content — GIFs, Stickers, and Clips — serving 1+ billion daily users via web, mobile apps, and API integrations embedded across Meta's apps and a broad roster of rights-holder brand channels.
- Company typePrivate
- Founded2013
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingSoftware
What Giphy does
GIPHY is a content search and discovery platform for short-form visual media — animated GIFs, Stickers, and Clips — operating a consumer-facing web property at giphy.com, native iOS and Android applications (including a dedicated Messenger keyboard app), and an API integration layer that embeds its content directly into third-party messaging and social surfaces. The platform surfaces a library of over 10 billion pieces of short-form visual content to 1+ billion daily users through keyword-driven search, trending queries, and curated brand channels operated by rights-holders such as NBC (Saturday Night Live, The Office), Paramount (South Park), Sesame Workshop (Sesame Street, Muppet Wiki), FIFA, the Norwegian Football Federation, Paris Saint-Germain, Warner Music Norway, Nicki Minaj, Red Bull, and others. GIPHY Studios operates an in-house original content production arm, and an AI-powered GIF generation capability positions the company within the broader AI-powered GIF generator market (projected USD 438.5M in 2025 → USD 2,830.3M in 2035 at 20.5% CAGR).
Giphy firmographics
Firmographics- Name
- Giphy
- Legal name
- GIPHY
- Website
- https://giphy.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- GIPHY is a search and discovery platform for short-form visual content — GIFs, Stickers, and Clips — serving 1+ billion daily users via web, mobile apps, and API integrations embedded across Meta's apps and a broad roster of rights-holder brand channels.
- Ownership category
- akta.pro rank
Giphy industry classification
Industry- Product category
- Visual Content Platform
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)
- SIC
- Services-Motion Picture & Video Tape Distribution (7822), Services-Motion Picture & Video Tape Production (7812), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Short-Form Video Discovery, Curation & Aggregation Platforms (MPACAHAG)
- akta.pro secondary industries
- Topic/Interest-Based Content Discovery Apps (MPACAKAB), Short-Form User-Generated Video Platforms (MPACABAB)
Keywords
Where Giphy is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
Giphy business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Operations, Marketing or Sales, Others
Revenue model
- GIPHY Ads: GIPHY Ads is integrated into the Shutterstock portfolio, enabling brand advertisers to run campaigns against GIPHY's 1+ billion daily user reach via native ad placements on the platform. The site includes an "Advertise" navigation entry indicating a direct ad sales channel.
- API / Integration Licensing: Revenue generated through multi-year integration partnerships with major platforms such as Meta, where GIPHY's content library and APIs are embedded into third-party apps (Facebook, Instagram, WhatsApp, Messenger) and other distribution points.
- Premium Branded Channels / Content Partnerships: Rights-holders and brands (e.g., NBC's The Office, Paramount's South Park, Sesame Street, FIFA, Red Bull, VeeFriends, Nicki Minaj, Liquid Death, Smartwater) maintain official channels on the platform, suggesting content distribution and co-marketing relationships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | GIPHY consumer access (web + mobile apps) |
| Other | Multi-year contract | GIPHY Ads (advertiser / brand) |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels6 records
Giphy product offering
Product offeringCore offering
GIPHY operates a content search and discovery platform for short-form visual media — GIFs, Stickers, and Clips — delivered through its consumer-facing website (giphy.com), native mobile apps (iOS and Android), and an API integration layer that embeds content directly inside Meta's family of apps (Facebook, Instagram, WhatsApp, Messenger). The platform serves more than 1 billion daily users with over 10 billion pieces of short-form content, monetized through GIPHY Ads, multi-year API/integration licensing with major partners, and premium branded channels operated by rights-holders.
Product overview
GIPHY operates a single unified content-discovery and sharing platform organized into three primary content categories — GIFs (the core product at giphy.com/), Stickers (/stickers), and Clips (/clips) — augmented by native mobile apps (GIPHY and GIPHY for Messenger), an original content production arm called GIPHY Studios, and a brand-focused advertising product called GIPHY Ads that was integrated into the parent Shutterstock portfolio during the June 2025 rebrand. Following its 2023 acquisition by Shutterstock, GIPHY's platform also serves as a distribution backbone for powering GIF and sticker experiences across Meta's suite of apps (Facebook, Instagram, WhatsApp, Messenger) under a multi-year partnership. The platform is positioned as a key player in the AI-powered GIF generator market, with Text-to-GIF being a dominant adjacent use case.
Differentiator
Problem solved
Functional benefit
Brands
- GIPHY Ads: Advertising product offering within the GIPHY platform, integrated into the Shutterstock portfolio.
Products and services
- GIPHY (GIFs)
Quantifiable outcome
- 1+ billion daily users reached via GIPHY content
- +2 more outcomes
Companies that use Giphy
Customer profileNamed customers29 records
Segments5 records
Ideal customer profiles4 records
Giphy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability3 records
Feature5 records
Giphy partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered secondary, flagship and core.
- SonilosecondaryShutterstock partnered with Sonilo for music catalog licensing for AI model training, announced alongside the launch of its AI-powered creative platform that integrates GIPHY and Shutterstock's licensed content library with generative AI tools.
- Meta Platforms, Inc.flagshipMulti-year extension of GIPHY's integration partnership with Meta, continuing to power GIF and sticker experiences across Meta's entire suite of apps including Facebook, Instagram, WhatsApp, and Messenger. The partnership serves GIPHY's reported 1+ billion daily users with over 10 billion pieces of short-form content daily, reinforcing both companies' focus on making digital communication more visual and intuitive.
- Shutterstock, Inc.flagshipGIPHY is a wholly-owned subsidiary of Shutterstock, Inc., having been acquired in 2023. The acquisition combines GIPHY's distribution and engagement with Shutterstock's licensed content library, AI tooling (Generative AI Pro, AI Data Licensing), and Shutterstock Studios production capabilities, with GIPHY Ads integrated into the parent portfolio.
- FIFAcoreFIFA operates an official @fifa brand channel on GIPHY distributing licensed World Cup and football-related reaction GIFs to GIPHY's 1+ billion daily user audience, including GIFs tagged to France, Argentina, and World Cup 2026 content.
- Norges Fotballforbund (Norwegian Football Federation)coreOfficial @NFF channel publishing Norway national team content (women's team, Euro 2025) to GIPHY's global audience, including branded and licensed player GIFs.
- Paris Saint-Germain (PSG)coreOfficial @psg channel distributing licensed player GIFs (Mbappé and other players) on GIPHY for global fan engagement.
- Saturday Night Live (NBCUniversal)coreOfficial @snl brand channel distributing licensed reaction GIFs from Saturday Night Live to GIPHY's audience.
- The Office (Peacock / NBCUniversal)coreOfficial @theoffice channel distributing licensed reaction GIFs from The Office on Peacock to GIPHY's audience.
- South Park (Paramount)coreOfficial @southpark channel publishing licensed clips and GIFs from South Park to GIPHY's audience.
- Sesame Street / Sesame WorkshopcoreOfficial @sesamestreet and @muppetwiki channels publishing branded Elmo, Cookie Monster, Grover, and other Muppet character GIFs to GIPHY's audience.
- Nicki MinajcoreOfficial @nickiminaj artist channel publishing branded content and music video reactions, including Anaconda, Super Freaky Girl, and Barbie Dreams.
- Warner Music NorwaysecondaryOfficial @warnermusicno brand channel distributing Warner Music Norway artist content.
- SmartwatersecondaryOfficial @smartwater brand channel publishing branded hydration-related GIFs to GIPHY's audience.
- Essentia WatersecondaryOfficial brand channel distributing branded "Stay Hydrated" reaction GIFs.
- Liquid DeathsecondaryOfficial @liquiddeathofficial brand channel publishing edgy branded content.
- Liquid I.V.secondaryOfficial brand channel distributing Formula 1-themed "Stay Hydrated" reaction GIFs.
- Red BullcoreOfficial @redbull brand channel distributing sports and lifestyle GIFs.
- VeeFriendssecondaryOfficial @veefriends brand channel publishing IP-driven reaction and lifestyle GIFs.
- Plan Bee StudiossecondaryOfficial @PlanBeeStudios brand channel publishing themed love / hearts / bee content for a Web3 native IP.
- Love Island (Peacock / ITV)coreOfficial @LoveIslandUSA, @loveislandfr, @loveislandde, and @LoveIslandAU channels distributing licensed reality-show reaction GIFs to GIPHY's audience.
- TRT (Turkish state broadcaster)secondaryOfficial @trt_network brand channel publishing soccer and entertainment GIFs linked from tabii.com.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Giphy competitors and assessment
Company assessmentDirect peers
- Tenor (Google): Tenor is Google's GIF search engine and the closest direct competitor to GIPHY, embedded in Gmail, Android keyboards, and other Google surfaces. Tenor and GIPHY are the two dominant dedicated short-form visual content discovery and sharing platforms, competing for the same OEM/embedded distribution deals with messaging and social apps.
- Imgur: Imgur is a consumer image and GIF hosting and discovery platform that has historically served as one of the largest UGC GIF communities. It directly overlaps with GIPHY on short-form visual content hosting, browsing, and sharing for general consumer audiences, though with less of a rights-holder / brand-channel emphasis.
- Imgflip: Imgflip is a meme and GIF creation platform named alongside GIPHY as a key player in the AI-powered GIF generator market. It is directly comparable on user-generated short-form visual content creation and discovery, though at a smaller scale.
Emerging players
- Picsart: Picsart is a creator-focused visual editing and AI-generation platform named alongside GIPHY in the AI-powered GIF generator market. It overlaps with GIPHY in short-form visual content creation, AI image/animation tools, and sticker/clip workflows for creator and prosumer audiences.
- Kapwing: Kapwing is a browser-based collaborative video and image creation platform named alongside GIPHY in the AI-powered GIF generator market. It overlaps on short-form video/clip creation, editing templates, and AI-assisted content generation, serving a creator and social-media-manager audience similar to GIPHY's.
- VEED.IO: VEED.IO is an AI-enabled online video editing and short-form content platform named alongside GIPHY in the AI-powered GIF generator market. It is comparable on short-form video creation and AI-driven visual content tools targeting creators, marketers, and social teams.
Broad incumbents
- Canva: Canva is a broad incumbent in visual design and AI content generation, named alongside GIPHY in the AI-powered GIF generator market. While not a dedicated GIF platform, Canva's short-form video, animation, and AI-generation capabilities make it a comparable creative-platform peer with overlapping advertising and brand-creator use cases.
- Adobe (Express / Firefly): Adobe is named alongside GIPHY in the AI-powered GIF generator market via its Firefly generative-AI and Adobe Express products. As a broad creative-software incumbent with deep enterprise distribution, Adobe is comparable to GIPHY on AI-assisted short-form visual content creation and brand-template workflows.
- Reddit: Reddit hosts a large volume of GIF-based content and reaction media across its communities and is a significant upstream source of meme culture that flows through GIPHY. While not a dedicated GIF search engine, Reddit is comparable as a UGC-driven short-form visual content platform with substantial reach.
Others
- Pinterest: Pinterest is a visual discovery and bookmarking platform that, like GIPHY, monetizes through brand advertising on a high-engagement visual content surface. It is comparable on the advertiser side of GIPHY Ads, though its content is predominantly static images rather than short-form video/GIFs.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Giphy social profiles
Digital presenceGiphy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Giphy leadership team
Management profileNumber of profiles
Profiles10 records
Giphy subsidiaries and ownership
Company hierarchySubsidiaries1 record
Giphy funding detail
Funding detailFunding overview
Funding rounds5 records
Investors14 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Giphy M&A and investment
M&A and investmentM&A6 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Giphy
What does Giphy do?
GIPHY operates a content search and discovery platform for short-form visual media — GIFs, Stickers, and Clips — delivered through its consumer-facing website (giphy.com), native mobile apps (iOS and Android), and an API integration layer that embeds content directly inside Meta's family of apps (Facebook, Instagram, WhatsApp, Messenger). The platform serves more than 1 billion daily users with over 10 billion pieces of short-form content, monetized through GIPHY Ads, multi-year API/integration licensing with major partners, and premium branded channels operated by rights-holders.
Is Giphy a public or private company?
Giphy is a private company. It is classified as corporate owned and is currently operating.
When was Giphy founded?
Giphy was founded in 2013. It employs 101 to 250 people.
Where is Giphy based?
Giphy is headquartered in New York, United States, in the North America region.
How does Giphy make money?
Three revenue lines are on record. GIPHY Ads are the primary driver. The others are API / Integration Licensing and premium Branded Channels / Content Partnerships.
Who are Giphy's main competitors?
Direct peers on record are Tenor (Google), Imgur and Imgflip. Emerging players are Picsart, Kapwing and VEED.IO. Broad incumbents are Canva, Adobe (Express / Firefly) and Reddit. Pinterest is listed as an others.
Does Giphy have an API?
No public API is recorded for Giphy.
What industry is Giphy in?
Giphy's product category is Visual Content Platform. Its primary akta.pro industry code is MPACAHAG, Short-Form Video Discovery, Curation & Aggregation Platforms, with a secondary code of MPACAKAB, Topic/Interest-Based Content Discovery Apps. Its NAICS code is 51621 and its SIC code is 7822.